Factors Influencing Brand Building that Affect the Brand Image of Customers Using Cosmetic Branding Services in Bangkok and Surrounding Areas

Abstract

     This research aims to (1) Study the level of brand-building factors among cosmetic entrepreneurs in Bangkok and surrounding areas (2) Study the level of brand image among these entrepreneurs (3) Explore the relationship between brand-building factors and brand image (4) Analyze the predictive equation of brand-building factors affecting brand image and (5) Develop strategies for improving brand building to enhance the brand image and customer acceptance of cosmetic entrepreneurs in the area. Using mixed-method research, quantitative research collected data from 335 cosmetic business entrepreneurs, while qualitative research involved in-depth interviews with a target group of 15 individuals.
     The findings are as follows (1) The overall level of brand-building factors was high (2) The overall level of brand image was high (3) The correlation between overall brand-building factors and overall brand image was very high, with a statistically significant correlation coefficient of 0.830 at the 0.01 level (4) The predictive equation analysis of brand-building factors affecting brand image revealed that seven factors could explain 86.8% of the variation. Four main factors that entered the equation in order of correlation were Brand relationship management, Brand positioning, Brand identity creation and Target group definition (5) In-depth interviews identified nine brand-building factors that impact brand image consisting of Brand analysis, Target group definition, Brand positioning, Brand identity creation, Brand communication, Brand relationship management, Brand performance evaluation, Marketing promotion, and Business partnerships (6) Brand image was categorized into five aspects consisting of Attributes, Benefits, Values, Personality and Expertise.
     The findings from this research can be used as preliminary data to expand further studies and applied to similar businesses in other areas, as appropriate to the context of each location. This information can also be proposed to relevant policymakers for planning the branding development strategies that effectively serve cosmetics businesses and related stakeholders.